The Ultimate Guide to Facebook Audience Research

By Intaz Ali

Since the dawn of time, most business owners--especially the successful ones--have been constantly thinking about how to grow their business. If your business doesn't grow, it will fail, simple as that.Learn From the Customers You HaveThe best potential customers are like your current customers so your job is to find out what your customers like--other than you--and where people who like that thing hang out.Facebook makes it easy. Remember, they make their money with advertisements so they are more than willing to give you the data you need to buy an effective ad.You know this, and you've probably used Facebook Audience Insights to locate your customers and target people like them. You've placed some ads with moderate success and you'd like to make them more effective and efficient.Think Narrow, Think EfficientThe key to efficiency with Facebook ads is in narrowing your target audience. Remember, Facebook ads are based on an auction system where you bid for a placement. If you define your audience very broadly, you'll reach a lot of people and pay for it because everyone is trying to reach those people. If you define your audience more narrowly, you'll cut your costs by reaching fewer people and, if you do it right, increase the percentage of them that become customers, thus making your ad buy dramatically more efficient.Imagine a high-end wedding planner. They cost a lot because they're very good and they plan weddings to die for. They could advertise at everyone who says they're engaged, or they could advertise at everyone who says they're engaged who also makes more than $100,000 a year. They aren't going to reach as many people, but the people they aren't reaching probably weren't going to buy their services anyway.Think About Multiple SlicesYou probably have a customer base that's a bit wider than wedding planners do. They have a clearly and narrowly defined audience, but they don't get much in the way of repeat business.Your customer base is probably built on more than one demographic category. Imagine a neighborhood pizza place. They obviously serve people who like pizza, subs, and related appetizers. Who is that?Families with young children often find themselves a bit too harried to make dinner. Having a pizza or two delivered fills a need.Sports fans who gather with friends to watch big games will often need several pizzas and appetizers--big orders for a pizza place.Teenagers walking home from school will often stop for a slice and a soda as they hang out with friends.Young professionals who work way too many hours and don't have time to cook will order something to pick up on the way home from work.All of the above are valid market segments that might be a big part of a pizza business depending on where it is and who lives there, but they aren't all going to respond to the same ads. Your business is probably similar in that you have a number of different demographic segments. Don't stop at defining one audience. If your data shows a significant audience at any broad demographic category, dig down until you can find a narrow one that fits and customize an ad that targets them. You might end up with three ads. You might end up with twelve, but if you've done this right, they will all be efficient.We've barely touched the surface here. You could write a book about defining your audiences with Facebook Audience Insights and, in fact, we have. In it, we go through everything we said above and in much more detail. We also go into things that we couldn't even begin to cover in a short article like this. Get it now, and grow your business almost immediately.

• Format: Paperback
• Language: English
• ISBN: 152119601X
• ISBN13: 9781521196014
• Release Date: April 2017
• Publisher: Independently Published
• Length: 40 Pages
• Weight: 0.26 lbs.
• Dimensions: 0.1" x 8.5" x 11.0"